LinkedIn is fast becoming THE channel for B2B Marketing - whether making sales connections or establishing your company as a thought leader, LinkedIn is the place to make those valuable connections. We outline five ways to use and maximize this channel for B2B results.

1. for B2B Results
Tina Clark, Brian Rapp
October 22, 2014

2. Why Linkedin for B2B?
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3. Five Ways To Use LinkedIn for B2B Results
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Profile and Page
Optimization
$
Content
Marketing
Groups
Paid Media Research

4. Profile Optimization
 Include a profile picture
 Write a strong description and think keywords
 Be as detailed as possible
 Update profile frequently
 Collect and give endorsements
 Ensure consistency across sales force
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5. Business Page Optimization
 Populate all visuals and info
 Use target SEO words in description
 Consider showcase pages for
campaigns, industry segments, etc.
 Add link to collateral, email
signature, etc.
 Engage employees to share page
and updates
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6. Types of Content
 Educational / Promotional
 Created / Curated
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 Maintain cadence
 Balance content (ex: 80/20)
 Be useful, inspiration,
and motivational
 Keep it snackable
 Evaluate and adjust
TIPS

7. Groups
 Participate in and/or create groups
 Provoke and stimulate online conversations
 Meet industry colleagues
 Grow connections
 Boost thought leadership
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 Be forward thinking
 Stay focused and relevant
 Don’t promote – help, inform and engage
TIPS

8. Paid Media
 Ads
 Promoted Posts
 Premium Accounts: InMail and more
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 Run multiple ads at once to test
 Run in short campaign flights
 Use images with human faces
TIPS

9. Prospect Data and Research
Use Search to find
the right decision
maker at the right
company.
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Look for pride
points, stats, or
common interests
you can reference
to make your
message more
relevant.
Address key
interests and
responsibilities
in your
communications.
Look at the
connections that
you and the
prospect might
share and use those
connections to your
advantage.

10. Great Links
The Sophisticated Marketer’s
Guide to LinkedIn
How to Create a Content
Marketing Strategy
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Linkedin; 22 Ways to Dominate
LinkedIn Sales Navigator